Hachette Learning’s website was no longer fit for purpose. At over 10 years old, it suffered from clunky navigation, limited scalability, and a disjointed customer journey.

With a major rebrand underway, Hachette Learning needed a secure, modern platform that supported its ambitions while simplifying content management and enhancing the user experience.

IDHL stepped in to eliminate technical debt and make headway in curating a digital presence that aligned with Hachette’s new global identity.

From the outset, our teams recognised the complexity and scale required for this digital migration and consolidation project. As a result, our teams had to collaborate closely to hit deadlines and tackle Hachette Learning’s specific concerns.

Our primary objectives focused on combining scale and futureproofing into a single solution to overhaul the entire user experience.

We merged over 10 applications into a single-language Kentico Xperience 13 platform, managing over 20,000 web pages. Two custom middleware applications consolidating over 10 core systems, including SAP, CRM and custom single sign-on (SSO), were built to give greater functionality to edit pages and internal customisation.

A bespoke checkout and eCommerce engine was implemented to support features such as complex SKUs, multiple shipping and payment options, and order rollback. This increased transaction integrity is supercharged with our largest-ever Algolia integration, responsible for delivering fast, relevant results to users.

Thanks to transformed self-service features, we put content control back in Hachette Learning’s hands. A flexible page builder, custom forms and streamlined media libraries empower internal teams to manage and publish content with minimal developer input, effectively reducing potential digital bottlenecks.

We performed a full migration from outdated on-prem servers to a private cloud, ensuring the platform is ready to transition to public cloud in the future. This shift enables quicker product rollouts without the need for extensive development and better performance under load.

The final product? A sleek, secure and scalable site that finally matches Hachette’s industry leadership. The streamlined infrastructure ensures the platform is always ready for future migrations, brand rollouts and digital expansion. The user experience has been transformed, reflected in higher user registrations, smoother navigation and fewer support calls.

This complete overhaul ensures Hachette Learning’s digital presence matches the quality of its publishing and global reputation.

We are far less reliant on development work due to the thought put into the setup. Content management is now entirely within Kentico, reducing the need for developer involvement. 

There is now a flexible approach to page building due to the large variety of widgets supplied and integrations with external applications are far easier. The speed on both desktop and mobile is improved and the optimised search and navigation mean we have had fewer calls from schools trying to find resources.

David Smith, Web Manager, Hachette Learning

A digital overhaul for a global publisher

With a major rebrand underway, Hachette Learning needed a secure, modern platform. IDHL eliminated technical debt and curated a digital presence that aligned with Hachette’s new global identity. 

IDHL x Hachette Learning | Website Design & Development

Hachette Learning

Struggling with an outdated Magento platform that required constant developer support, the team found it difficult to scale their online operations in line with their ambitions.

They needed a solution that addressed these operational inefficiencies and better supported their growth in the premium paint market. Their objectives: elevate the online paint-buying experience, simplify customer journeys, and ultimately increase direct-to-consumer (DTC) revenue.

To bring Craig & Rose’s vision to life, we delivered a best-in-class Shopify Plus solution – combining premium design with smart, customer-first features.

The move to Shopify Plus streamlined their operations, empowering their team with an intuitive system that reduced reliance on developers and allowed for faster updates. This shift not only addressed their immediate operational challenges but also paved the way for future growth by providing a flexible foundation for long-term success.

Reimagining the online paint-buying experience:

We embraced Craig & Rose’s vision to make buying paint an inspiring experience, reflecting the tactile, personal nature of their products. We built a number of custom features, including:

Customers can easily calculate the exact amount of paint they need based on their surface measurements and finish preferences, eliminating guesswork and reducing returns.

 On product pages, complementary paint colours are dynamically suggested, helping customers confidently select their perfect palette.

 The blog serves as a curated hub for inspiration, allowing customers to explore colour ideas and add swatches to their baskets directly from the content.

With persona research guiding our approach, we created a thoughtful UX strategy that caters to both browsers and buyers.

Aspirational design meets functionality: 

We blended swatches, brush strokes, and lifestyle imagery to elevate the shopping experience.

 When adding paint to their basket, customers are now prompted with recommended add-ons, aiming to increase AOV.

A streamlined colour consultation booking: 

What was once clunky is now seamless, ensuring customers are guided to the right service without friction.

The impact was immediate. Craig & Rose’s new site not only looks the part but delivers real business results:

 Described by Craig & Rose as “a million times better” than their old Magento site.

 With custom features like the paint calculator and interactive colour pairing, customers now have the tools they need to make confident choices.

 Seamlessly blending heritage, inspiration, and commerce.

With a modern, scalable platform now in place, Craig & Rose is poised to accelerate their growth, expand their reach, and continue inspiring customers to make bolder, more adventurous creative choices.

Our partnership has continued to evolve, with Craig & Rose now using IDHL’s SEO and email marketing experts to further strengthen their digital strategy.

We needed more than a site refresh, we needed a platform built for modern commerce. This transformation gives us the creative freedom to inspire, the tools to convert and the agility to scale. It’s a real step change for the brand.

Anjelica Delfino, Head of Marketing, Craig & Rose

Bringing colour to life with Craig & Rose

IDHL x Craig & Rose | Website Design & Development

Craig & Rose

Ski holiday tour operator, Heidi, had high ambitions. Challenging the standard parameters of the classic ski trip, they offered a new approach - giving individuals the flexibility to enjoy the power of the mountains and create their own holidays, on their own terms.

We had a clear objective - drive Heidi up the rankings and solidify their mark as a disruptive brand in the sector.

But as a start-up they had a mountain to climb versus their established competitors when it came to organic visibility, coupled with a restricted purchase window due to seasonality.

Targeting independent winter sports enthusiasts and 'savvy' travellers that look for and want more than the traditional ski package holiday, Heidi needed an approach which would help them steal market share and deliver more than their fair share by way of return.

In order to help Heidi supercharge their ambitions, we started to make organic search a key revenue driver. As Google continues to roll out more algorithms, the use of our "Three Pillars of SEO" methodology remained strong; focusing on technical, content and outreach to drive page authority. The proactive monitoring of each of these pillars allowed IDHL to adapt the strategic direction when relevant, whilst monitoring algorithm updates, competitor activity and fluctuations in rankings.

Keyword research and onsite optimisation:

Initial and ongoing competitor analysis was conducted to provide a benchmark and recommend ongoing performance optimisation to elevate Heidi’s market position.

This in-house intellectual property and ‘best in class’ keyword research, enabled us to identify gaps in Heidi’s current strategy and focus on key commercial pages that would have the quickest impact

Taking content creation in-house, we supported by providing content briefs, keyword guidance and content reviews to support the team.

Due to content-light commercial web pages, we worked with the client to increase the volume and EEAT quality for each of these pages whilst being symbiotic with the brand and the brand’s tone of voice.

Analysis was undertaken of the backlink profiles of key competitors. Relevant industry websites were identified as the best link opportunities for Heidi, driving outreach to key commercial pages.

Our strategy had impact, helping Heidi supercharge their growth ambitions.

Technical audits, best-in-class keyword research, content support and onsite optimisation were key in driving exceptional results. We not only hit KPIs but exceeded them. 

Our impactful strategy not only drove exceptional results but also earned industry recognition, with Heidi’s campaign being shortlisted for a UK Search Award.

349.33%

Page 1

for the highly sought after search term “Ski holidays”

654%

IDHL have performed beyond our expectations (and possibly their own). With their sage technical and strategic advice, we’ve worked together to deliver the strategy, feeling strongly like we are working as one team. The results speak for themselves - our organic traffic and revenue (in fact, all metrics) have gone far beyond what we thought possible in 12 months. It’s one of the most successful client/agency partnerships I’ve ever had.

Sarah Cramer, Brand Marketing Director, Heidi

From piste to peak

Ski holiday tour operator, Heidi, had high ambitions. They needed an approach to help them steal market share and deliver more than their fair share by way of return. That's where IDHL came in.

IDHL x Heidi | Case Study | SEO & Content

Heidi

Goose Island needed a trusted eCommerce solution for their direct to consumer online store that would provide their customer base with immediate access to their growing product range. They aimed to drive additional brand value and required the flexibility to promote other products such as merchandise and gifts. The Goose Island team was increasingly collaborating with other brands and sought a platform to showcase a range of new and innovative limited edition lines.

Working closely with Goose Island's design team, we developed a mobile optimised experience that not only tells the brand's story but also adheres to its global brand guidelines. This approach ensures a cohesive and engaging online presence that resonates with their diverse customer base.

To maintain compliance with legislation, we introduced an age check solution seamlessly integrated into the website. This ensures that Goose Island meets regulatory requirements while delivering a user-friendly experience for customers.

The new site offers customers the opportunity to explore and purchase the full range of Goose Island products, including unique items like gift sets that are exclusive to their direct-to-consumer channel. This enhances the brand's appeal by offering products that are not readily available through traditional retail channels, thereby increasing customer loyalty and satisfaction.



Goose Island now have a reliable and robust direct to consumer solution that allows them to offer their full range alongside limited edition products whilst supporting strong customer engagement and solidifying brand loyalty.

With the flexibility to collaborate with brand partners and offer limited edition products such as their Cadbury Crème Egg beer, Goose Island have the confidence that their site can cope with traffic spikes caused by product drops.

Goose Island's D2C eCommerce solution

Explore how our eCommerce website solution empowered Goose Island in its direct to consumer journey. Discover how we helped them expand their renowned product range, increase engagement and elevate their brand value.

IDHL | Case Study | Web & eCommerce | Goose Island's D2C eCommerce solution

Goose Island

Held back by a bespoke eCommerce platform, Lights4fun needed to replatform to a stable and scalable solution. With global growth ambitions, they need to build foundations that would support them for the long term.

For phase 1: They wanted an elegant and streamlined user experience to showcase their extensive product range.

For phase 2: Lights4fun wanted to streamline their approach across their UK and US websites, and we collaborated to find a world-class solution.

Our primary challenge was to merge their separate codebases into a unified system. Additionally, we needed to standardise navigation and templates across both sites to achieve a cohesive design update. Given the distinct differences between the UK and US websites, our task was to identify and incorporate key design elements into a unified master template.

To achieve our goal for Phase 1, we delivered an enhanced store design that guides customers through a smooth shopping journey.

We leveraged inspiring lifestyle imagery to help customers select the best products for their homes. We presented product and delivery information clearly alongside user reviews and related products to enhance the shopping experience.

We integrated the Shopify Plus store with Light4Fun’s ERP, NetSuite, to ensure product, customer, and order information can be securely exchanged between platforms.

We launched international and B2B stores, allowing Light4Fun to fully embrace growth opportunities across all sales channels.

For phase 2, we suggested performing user testing on both sites to see how users interacted with the UK and US websites. Understanding which areas of their sites worked and which didn’t was vital so we could assess how to merge the two layouts.

Remote tree testing was used to test navigation on site and how easily participants could find products/ pages. 10 questions were written and each task had all of the navigation options available but ‘correct’ and ‘incorrect’ were assigned to answers to give a percentage of correct usage

We used a form of user research called user testing where we recruit participants to perform a number of tasks and answer questions about the content and usability of the website. This helped us form the framework of which areas of the site the users preferred on which sites and why.

From the user testing research, we then designed a new product page which incorporated all the best elements of the two sites into one page. First-click testing was then used to see if testers could find key elements on the newly designed page.

First-click testing allowed us to see what tweaks could be made to increase visibility and functionality.

Testers liked some elements of both sites so our solution was to blend these together and create a design that utilised the best of both worlds. We retested the new design to ensure users could find all the key elements on the page.

The final result saw the creation of a product page that Lights4fun were happy to proceed with, confident that it will perform due to the extensive testing we ran on both the current and new designs.

As Lights4fun continues to scale, our ongoing support services allow us to support the team in achieving their full potential on Shopify Plus.

Empowering growth for Lights4fun

Facing limitations with their bespoke eCommerce platform, Lights4fun sought to replatform. Discover how we fulfilled their needs & continue to support their ambitions today.

IDHL | Case Study | Web & eCommerce | Empowering growth for Lights4fun

Lights4fun

To help Simpson Millar LLP achieve their goal, we outlined several key objectives: enhancing rankings for competitive keywords, driving overall online visibility and building the authority of their website.

Understanding Simpson Millar’s objectives and homing in on key focus areas was paramount. They came to us looking to improve rankings for two main areas: Personal Injury and Medical Negligence and to undo any negative implications from algorithm updates. 

First on the agenda, we needed to understand which parts of the site were up to scratch and which could use a refresh. We undertook technical audits to identify areas on Simpson Millar’s site that we needed our attention. Not stopping there, we took a deep dive into the site’s page speed, ran an in-depth content audit and looked at which sections of the site could be removed.

With key focus areas for ranking decided, we ran keyword research to identify which words and phrases would best support Simpson Millar’s objectives. Armed with the correct keywords, we then needed to ensure their site was delivering top-quality content to support their ranking goals. Focusing initially on landing pages, we re-wrote pages that targeted ‘personal injury’ and ‘medical negligence’. 

Once the new content and landing pages were up and running, we kept our eyes peeled for any changes in rankings. To make sure we were delivering what was needed, we periodically ran technical audits to highlight where things were excelling or if there were any areas that needed a change in strategy.

New pages written and onsite content optimised, we wanted to drive traffic and views to these pages. Using outreach and digital PR tactics, we created data-led campaigns to boost both link and citation values. Running campaigns every two months we kept the momentum going, targeting multiple niches and regional pick-up.

Through these highly targeted campaigns, we were able to increase Simpson Millar’s authority in the legal space and boost their overall visibility online.

100%

increase in medical negligence visibility YOY

400%

Pos 15

for 'personal injury solicitor' for pos 65

Pos 10

for 'medical negligence solicitors' from pos 68

Pos 17

Data-driven strategies elevate online presence

Simpson Millar LLP aimed to improve rankings for Personal Injury and Medical Negligence while overcoming algorithm updates. We began with technical audits to enhance site speed and content quality. By optimising landing pages and conducting keyword research, we ensured top-quality content for key terms. Our strategy included continuous monitoring and data-led outreach campaigns, which boosted link values and targeted multiple niches. These efforts significantly increased Simpson Millar’s visibility and authority in the legal sector.

IDHL | Case Study | SEO & Digital PR | Data-driven strategies for Simpson Millar LLP elevate online presence

Simpson Millar

With bold expansion goals, Bazaar Group have gone global. Securing investment in 2021, their target was the European furniture market. By establishing a manufacturing and distribution hub in Hamburg in 2022, Bazaar was poised for action.

Working with a third-party branding company, they set sail producing a new brand targeting a European audience. A plan was now in place and all that was left was to create a website to support their new journey.

IDHL has been Bazaar’s tech partner of choice for the past three years, so when this latest venture was announced, we knew we had what it takes to help them succeed. Thanks to our delivery of their previous sites and in-depth knowledge of their brand, Bazaar recognised we were the right agency to take their new brand, Mallo and its range of product brands including Icon and Veeva, international…

Leading the way in "feel-good" furniture, Mallo offers a distinctive collection of designed and crafted soft seating products. Elevating any home or garden space, their products serve as social conversation starters.

Our goal was simple: create a site that would accurately reflect Mallo’s identity and ethos, while showcasing that all-important feel-good factor.

In collaboration with Bazaar and their branding company, we initiated an in-depth discovery process in March 2023. With a comprehensive brief and new brand assets in hand, we embarked on developing a website for their latest venture: Mallo. With their great value proposition and a meticulously-crafted blueprint, we were well-equipped to create a site ready for success.

Throughout our discovery we included several key experts from Pinpoint including our Director of eCommerce strategy, ensuring we were providing the relevant expertise every step of the way. During this process, we ran extensive UX research and workshops. Targeting a new audience in different countries meant that understanding their user expectations and how people might interact with a website differently was vital.

From the get-go, we removed assumptions from the table and used the discovery period to delve into what a European market wants and needs from a website. As a new foray for the team, Bazaar were entering the market as newbies in the space. This meant incorporating trust signals and creating brand awareness was key in the design phase.

"IDHL's professional and dedicated team proved to be an invaluable partner in the successful launch of Mallo Home"

In our discovery process, we ran multiple tests and services, including:

 – As a starting point for the new sites design direction we explored and discussed the visual design ideas the business admired whilst leveraging the new Mallo brand guidelines.

 – Interviews were conducted with the senior management team at Bean Bag Bazaar to understand what was driving the project, what the goals were for the project and what success looked like to them. It was important to connect with the senior management team to understand the strategy behind the sites and focus the team on the success criteria.

 – Drawing on our experience with international markets and completing desk research, it was vital for us to recognise the nuances of the German and French markets. Understanding the target consumer audiences, identifying challenges, and getting familiar with the competitors was imperative. We also highlighted areas to boost the chance of success and avoid obvious obstacles.

 – Looking at over 200 individual data points, our eCommerce 360 review allowed us to benchmark the existing UK site against their competitors and inspiration sites. This provided valuable information into the areas to prioritise, providing more of a focus when creating impactful designs for the new sites.

In addition to the challenge of launching two sites for new markets, Bazaar aimed to expand their Icon and Veeva brand product ranges. Our design approach prioritised scalability, ensuring the websites could seamlessly accommodate future product expansions as we began our work.

Upon completing our work, we presented Bazaar’s team with our recommended design and build concepts for their new Mallo sites in Germany and France. With their approval secured, we commenced the frontend builds, seamlessly integrating them with their existing Magento platform and middleware systems.

IDHL's professional and dedicated team proved to be an invaluable partner in the successful launch of Mallo Home, a new retail brand aimed at penetrating the competitive German and French markets for beanbag and soft seating categories. They provided us with strategic guidance to navigate the challenges of cultural differences and stiff competition, leveraging their expertise in e-commerce optimisation and web development to establish a strong foothold for Mallo Home.

Dan Pinchard, Sales and Marketing Director

Handing over our key findings, the team at Bazaar felt buoyed by what would be possible within their European expansion. Stakeholder interviews helped to bring senior executives closer to the project and provided us at Pinpoint with insights into their expectations and goals. Armed with this information, Bazaar and team Pinpoint both understood what was expected and how to achieve these.

Using the findings from the eCommerce 360, we had a clear vision for the future of their sites and ensured we left space for innovation further down the line.

Peak is one of the most valuable times of year for brands in the eCommerce space, so we needed to launch their EU websites before peak trading began. Completing their design and builds within six months, we went live in time for them to make the most of peak. 

From website design and optimisation to strategic guidance, Pinpoint demonstrated professionalism and dedication that ensured the smooth execution of our Mallohome.de & Mallohome.fr websites. The tangible results achieved underscore the effectiveness of their web-centric approach. We have confidence in our continued partnership with Pinpoint as we further optimise and expand Mallo's online presence, driving growth and success in the online retail landscape of Germany and France.

Mallo’s seamless expansion into the European market

Read on to learn how our comprehensive discovery process and extensive eCommerce 360 review helped Mallo establish a strong digital presence in their new European markets.

A Seamless Expansion into the EU Market | IDHL Success

Mallo

Established in 1936, N.Peal's reputation for quality and service precedes them, enjoying international demand for their range. With a desire to extend this global reach, they enlisted our website division to create an eCommerce experience that upholds their premium brand proposition.

A Magento 1 website severely affected by bugs provided a lack lustre experience for users. N.Peal needed an expert partner who could refine their site, solve bugs, accelerate global presence, and maintain a website that would continue to reflect their premium products. With a Support Retainer in place, we set to work.

Resolving the influx of bugs hindering the website experience, third-party integrations including enhanced Google Analytics improved user experience to create a seamless buyer journey. Amazon Pay and Sage were also integrated to improve payment services and accountancy syncing.

Expanding N.Peal’s global presence through internationalisation, a Magento multi-store was launched for the UK and US, with Amazon Pay integration enabling native payments in GBP and USD. Positioning their luxury products to a worldwide audience, their in-house team now have the ability to independently control content across multiple regions, easily able to tailor seasonal promotions.

Styling changes have been made to product pages to improve site usability, making features more accessible. Repositioning the size guide has reduced returns, and the blog redesign has created a more enjoyable, engaging user experience.

Facing Magento 1 end-of-life and rising maintenance costs, N.Peal opted to replatform to Shopify Plus for agility, cost efficiency, and scalability. Our collaborative approach ensured seamless data migration from Magento, preserving SEO efforts and previous integrations.

 Reflecting N.Peal’s luxury brand with high-end video content and a custom-built video section.

 Implemented ‘back in stock’ and Wishlist Plus apps, leveraging Shopify Flow for automation.

 Created a new EU site using Rewind app for content replication, supporting geographic targeting with Geo IP detection.

 Showcase the James Bond range and N.Peal’s product history in the films in line with the upcoming launch of the new James Bond film.

"IDHL were fantastic in delivering the assets required for a high profile, time-sensitive launch we had planned. They delivered a new sign up feature, a bespoke, complex landing page and an order file to allow us to manage the fulfilment of the range in a new location. Due to the nature of the collaboration, asset sign off was later than planned but IDHL went above and beyond to deliver on time.”

The successful replatforming to Shopify Plus delivered a cutting-edge user experience that showcases N.Peal’s luxury offerings and enhances customer engagement across US, UK, and EU markets. Ongoing collaboration supports N.Peal’s growth trajectory with Shopify Plus.

Replatforming and redesign for luxury and efficiency

Hear how IDHL helped N.Peal by replatforming them from Magento 1 to Shopify Plus, improving user experience, global reach and efficiency. 

Replatforming for Luxury & Efficiency | IDHL Case Study

N.Peal

The team at Bazaar were concerned that their users were struggling with the purchase journey and wanted to understand if their suspicions were correct and, if so, what to do about it.

Instead of making changes based on assumptions, we set out to test the purchase journey to uncover what potential barriers users were experiencing on the site. Through UX research, we could pinpoint to the Bazaar team what was hot, and what was not, on their online store.

Through a usability tool, HotJar, we analysed heatmaps of mobile and desktop services’ homepage and category pages. Via session recordings, we could watch real users interacting with the product and basket pages. From the results, we created a high to low priority list of actions for Bean Bag Baazar to implement. 

Using this testing, we were able to gain a number of insights from the heatmaps including the need to redesign the category layout of the homepage in order to push the most relevant content to the top of the page. When on mobile, we found less than 50% of users were reaching their recommended products, which are useful in allowing users to skip a step in their journey and head straight to the product page – meaning time to checkout is accelerated. We also identified areas on the site where users were struggling to perform actions that directly impacted their purchase journey, such as adding to basket, and delved deeper into what was causing these issues.

Usability testing enabled us to home in on areas of Bean Bag Bazaar’s site that would significantly benefit from improvements, uplifting the user experience and, ultimately, aim to boost conversion rates.

Next up on the agenda: discover how users navigate through Bean Bag Bazaar’s website. By understanding what users found easy, or not so easy, to navigate would provide us with a roadmap of improvements we could make. Our aim was to test the search functionality, understand purchasing decisions when buying different types of bean bags and to test the purchase journey, uncovering any potential barriers.

Recruiting 10 target users, we wrote a test script requesting they find specific items on the site, add them to basket and go through the full checkout process. Their screens and voices were recorded as they went through the tasks and we were then able to analyse their responses, focusing on trends or friction points throughout their journey. With generally positive feedback regarding the look and feel of the site, users found Bean Bags Bazaar to have a welcoming, friendly and colourful site – all things that add to the user experience.

However, every single tester struggled to add items to their basket in different ways, showing that there were serious barriers preventing conversions. With this information in hand, we were able to suggest a number of improvements to alleviate the problem. While the focus of the usability review was to find ‘add to basket improvements’ we found a number of usability issues across navigation, search and basket touchpoints. These were fed back to the team at Bazaar to make the necessary changes to their site.

Although some areas for improvement were found, there were several areas on the site that users had extremely positive feedback for, such as overall search functionality and the look and feel of the site itself. These tests allowed us to show Bean Bag Bazaar what parts of their site could use a refresh and what parts were already cream of the crop.

Optimising the user purchase journey

Read how we improved Bean Bag Bazaar's user experience and conversion rates through detailed UX research and usability testing. Learn about the insights gained from heatmaps and session recordings, leading to targeted improvements in navigation, search functionality, and the purchase journey.

IDHL | Case Study | Web & eCommerce | Optimising the User Purchase Journey for Bean Bag Bazaar

Bean Bag Bazaar

With over 30,000 members across 115 countries, IStrutE are internationally recognised for supporting, protecting and upholding professional standards within the structural engineering industry.

A rebuild was needed to enhance website functionality, bringing their eCommerce store to the new platform and consider brand continuity. IStructE were looking for an experienced Kentico partner with credible experience in the membership sector and as a MemberWise recognised supplier, we fit the bill.

Building a futureproofed, responsive and accessible website was the main goal. IStructE aspire to make their new site the main channel of engagement for their young, technically savvy and global members. Working towards a Minimum Viable Product (MVP) with tight timescales, the business wanted to work to an ‘agile’ method with their chosen partner.

Prior to the project beginning, IStructE had conducted user research which considered their target audiences, user journeys, key tasks and site map. Experts in building on Kentico, our role was to interpret, validate and apply these outputs as part of the rebuild with an emphasis on UX. Functionality enhancements needed to form part of the MVP with improvements to search, extensive CRM integration and the addition of an eCommerce store to Kentico all key objectives.

Maintaining business continuity was also a primary consideration. We needed to deliver a site for IStructE which included smart solutions, is easy to update, and would continue to provide a suitable platform for at least the next five years. 

Following a successful first project phase, the MVP launch would be just the start of our partnership with an already established roadmap of future developments to deliver.

Futureproofing the website was an important consideration of the project. During IStructE’s CRM integration, we decoupled existing integrations using entity models from Kentico Integration Bus to create a long-lasting result. Rather than reworking the whole integration, a “plug-in” approach was used. This process allows for future business scalability if the CRM is updated or replaced in the future.

As IStructE possessed a vast digital estate, a code review of the existing implementation helped assess the opportunities to re-use code and migrate existing content. Our development team were able to look “under the hood” giving us more insight into future requirements. As the existing site was built in Kentico, we were able to repurpose complex components into the new centrally managed website allowing for seamless transfer of data between both systems.

Utilising Kentico’s vast feature offering, we were able to strategically reuse elements of IStructE’s existing installation which helped us deliver within the tight deadline. This included integrations, eCommerce and widgets. Using Kentico’s out-of-the-box eCommerce functionality, we were able to achieve this objective as part of the MVP. This makes the management of the store much easier for the web team moving forward. Additionally, Custom Smart Search indexes were written using Kentico’s framework allowing end-users to easily search with various filters for resources and events, providing users with a positive online experience.

Launching the MVP was just the start, with further phases of development completed since the initial launch. Continuing to work with IStructE on a retainer basis, we set to work fulfilling an established roadmap of things that didn’t fit within the MVP build due to timescales and budget availability.

Since the first phase, work has spanned several medium to large-sized projects. The first of which was the completion and go-live of student, graduate and chartered application forms which had formed later sprints as part of the agile approach. Other projects have involved improvements to their eCommerce functionality as well as work on their GDPR consent management alongside enhancements to search functionality. Evolving alongside their business requirements, a new section focused on expert witnesses has also been added.

Ensuring optimum site performance, we upgraded their Kentico version allowing IStructE to benefit from the latest technology as well as supported audits of other third-party systems to understand if and how they can be incorporated.

The largest of the projects since the original launch has been supporting the integration with their new CRM, Dynamics. Involved in the review process, IStructE requested our expertise in whittling down providers and we supported them on calls with the shortlisted choice. It was important to IStructE that we were able to work with the CRM provider which showed commitment to a long-term partnership.

Having built the new site in preparation for a new CRM at a later date, the foresight taken in our approach paid off. The fact the system was decoupled made it easier and less costly for this work to be implemented and Dynamics was successfully integrated following a smooth CRM migration.

Working together for many years now, the partnership we’ve developed is an open and transparent relationship build on trust to deliver each phase of their project successfully. Our work continues with IStructE on an ongoing retainer basis which future plans in the pipeline.

The migration was successful and organic traffic was up 3.40%

Direct sales from IStructE's flagship publication (The Structural Engineer) increased revenue by 31%, and sales quantities by 242%

General commercial sales increased both in revenue (57%) and in quantity (38%)

There was a significant increase in engagement with IStructE's regional groups

"The newly launched website, built in Kentico, offers us a more robust and modern infrastructure, mobile-friendly and designed in a new brand. Kentico has given us the opportunity to greatly improve search functionality, automate key members’ processes and integrate the Institution’s portfolio of products and services into one eCommerce solution."

Silvia Pilotto, Digital & Data Director, IStrutE

Building IStructE's website for the future

IDHL partnered with IStructE to create a futureproof, responsive website on Kentico, enhancing UX, CRM integration, and eCommerce functionality. Our agile approach and in-depth understanding of IStructE’s needs led to improved content management, better user experience, and increased member engagement and sales.

IDHL | Case Study | Web & eCommerce | Building IStructE's website for the future

The Institution of Structural Engineers

Built-in 2005, RGS-IBG’s site did not encapsulate their impactful work resulting in a CMS which lacked flexibility to support the breadth of their activities. We had the challenge of transforming their online presence. An abundance of compelling and relevant content was lost behind a complex navigation, while an intermittent CRM integration hindered UI, causing users to be negatively impacted. Due to its age, the extent to which the site could be changed had become increasingly limiting. The need to resolve these problems was made all the more urgent as their peak period for membership renewals loomed. RGS-IBG was at risk of becoming PCI non-compliant, a critical issue that would prevent them from taking online credit card payments.

Fully immersing ourselves in the Society, we got to know their challenges, their website, their services, and most importantly understand the diverse audience of members, academics, professional geographers and independent travellers. To demonstrate RGS’ value, we delved deep to determine user personas which informed the site design, structure and content.

The previous site featured a complicated navigation system hindering users from accessing the information they needed, we had the challenge of bringing an array of interesting and engaging content to the forefront. Streamlining navigation and simplifying UX, we have enabled users to find the information they are looking for quickly and easily.

Making the move to a Kentico CMS enabled RGS-IBG to take back control of their site, allowing them to share relevant content tailored to their audience’s persona requirements. A key factor in achieving this was regaining manageability. Kentico’s flexibility allowed us to maximise Content Management capabilities bringing valuable content and resources to the forefront while enabling content editors to easily update and manage the website. The familiarity of formatting features within Kentico meant that administrators didn’t need specialist skills, while Kentico CMS Standard Workflow provided the ability to define user roles for editing and publishing along with clear workflows and approval processes. Throughout these workflow processes, users can view the status of all documents, while content administrators can see the full document history.

Working closely with their software provider, we ensured seamless integration with OpenEngage CRM (Integra), introducing new and engaging functionality. RGS-IBG’s users can now easily register as a member, renew their membership, book events, update their profile, and safely and securely process payments and donations online.

Contemporary and visually appealing, RGS’s new website encapsulates the very spirit of the organisation and the breadth of their work. Through clearer branding and navigation, useful resources have been brought to the forefront and RGS’ value has been clarified. With PCI compliance resolved and seamless integrations in place, RGS now have a scalable website that will accelerate achieving objectives, supporting user interaction and encouraging growth.

371,700

617,000

2 million

"Kentico's ease of use has enabled our staff across the organisation to be more involved in the content creation process and has given them the confidence to take ownership of pages without requiring in-depth HTML knowledge or specialist technical skills."

Caitlin Watson, Head of Public Engagement and Communication, The Royal Geographical Society

Building an online home for geographers

Discover how IDHL transformed RGS outdated website, enhancing user experience, content manageability, and lead management with a flexible Kentico CMS. Our strategic redesign resolved PCI compliance issues, simplified navigation, and integrated seamlessly with OpenEngage CRM, showcasing the Society's impactful work and supporting member engagement and growth.

IDHL | Case Study | Web & eCommerce | Building An Online Home For Geographers

The Royal Geographical Society

With ambitious land procurement targets in place to support their growth strategy, a new website was needed to reposition Peabody from the ‘go-to’ Shared Ownership provider to a mixed tenure developer offering Outright Sale. Add in the complication of dual-CRM integration, plus an extensive featured list of support services; we had quite the task on our hands!

Changes to government policy mean Peabody now have an increased reliance on outright sales. As a result, they needed to build an open-source CMS solution that would increase traffic from investors and those looking to buy homes for outright sale.

Accelerating growth for ambitious businesses